Swag is the name of the game at any Hollywood party, and Sundance is no different. Everything from underwear by Frederick’s of Hollywood and Le Mystère to jeans (name a brand that’s not here) to boots by Ugg, Frye, Timberland and Sorrel is here for the taking at the gifting suites. Problem is, all those cute North Face parkas look a little too familiar. “If I did wear stuff I got here, I think I would run the risk of wearing the same stuff as everyone else. It’s almost embarrassing to walk down the street with it. I feel a little ashamed, but who doesn’t like free stuff?” said Jessica Biel. Kelly Osbourne, who packed three suitcases of her own clothes (a rarity) to come to the week-long festival, said, “I didn’t forget anything. Even if I did, I suppose I could find it at a giveaway lounge somewhere.”

Nor was the swagging reserved for the fairer sex. On Saturday at Marquee, Josh Hartnett picked up $5,000 worth of Lia Sophia jewelry for his girlfriend, Scarlett Johansson, then on Monday at The Luxury Lounge, he grabbed another early Valentine’s gift, a gold clutch by Solas. Nearby, Gael García Bernal was arranging an appointment for a foot scrub and pedicure at the Rescue/Neutrogena spa.

Paris Hilton might have showed up to ski and party with beau Stavros Niarchos, but she also crossed paths with the other Greek shipping heir in her life, ex-fiancé Paris Latsis, who flew into town to drum up buzz for “The Set-Up” a film (not in the fest) in which he stars as a prospective fiancé who undergoes a battery of comedic and cruel psychological tests by his girlfriend’s family. Guess he didn’t need much rehearsing. But the hottest tickets at the festival were “Little Miss Sunshine,” starring Greg Kinnear, Toni Collette and Steve Carell, which sold for $10 million to Fox Searchlight on Sunday, and “Sherrybaby,” starring Maggie Gyllenhaal. “Half Nelson,” starring Ryan Gosling, earned a standing ovation on Sunday, and “The Illusionist” and Michel Gondry‘s “Science of Sleep,” starring Gael García Bernal, were also critical favorites.

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